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題名:顧客價值的方法目標鏈結模式之研究--以童裝之消費經驗為例
作者:黃盈裕
作者(外文):Ying-Yuh Huang
校院名稱:國立中山大學
系所名稱:企業管理學系研究所
指導教授:周逸衡
學位類別:博士
出版日期:2001
主題關鍵詞:階梯方法方法目標鏈結模式顧客價值消費經驗內容分析方法Content AnalysisMeans-End ChainCustomer ValueConsumption ExperienceLaddering Methodology
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本研究第一階段經由立意抽樣的五十位顧客,進行「硬式階梯」的調查,之後將所有受試者的答案進行「內容分析」,以形成顧客所知覺的「顧客價值」之衡量變數。第二階段則根據相關文獻整理所得到之變數與第一階段所得到之變數,加以合併並發展形成問卷,並以連鎖服飾店或百貨公司服飾專櫃等的顧客為受訪對象。本研究主要成果與結論如下﹕
一、本研究以「內容分析」方法針對定性資料進行類目的建構,並獲得八類價值三個層級的衡量變數,對於「顧客價值」的「方法目標鏈結模式」提供初步之瞭解,並據之編成量化的問卷,作為實證的基礎。
二、在八類價值中,「效率」與「遊樂」此兩類價值部份符合「初次購買者」最重視「屬性」層級的觀點。同樣在此八類價值中,僅「倫理」此單類價值符合「非經常購買者」是最重視「結果」層級的觀點;而「卓越」與「心靈」兩類價值則部份符合。在八類價值中,則有「地位」、「尊敬」與「心靈」三類價值符合「經常購買者」是最重視「目標」層級的觀點;而「效率」、「遊樂」與「倫理」三類價值則部份符合。顯示並無任何類型的顧客得以完整地獲得其所需之價值層級。整體而言,「經常購買者」顯然較容易從童裝之消費經驗中,獲得其所需的部份「目標」價值;「非經常購買者」則較不易獲得其所需的「結果」價值;而「初次購買者」最不易獲得其所需的「屬性」價值。
三、由單類價值分析的結果,顯示顧客在消費的當時,著重童裝的「屬性」所帶來的有利「結果」,更慮及此有利的「結果」是否可達成他們所追求的最終「目標」﹔而顧客在體驗童裝的具體或抽象「屬性」的同時,也會思及本身所要追求的最終「目標」,但其程度則較前述所言的關係來得輕微。單類「顧客價值」的「方法目標鏈結模式」得以建立。
四、由八類價值的分析結果顯示顧客對於價值的追求是全面性的,認為藉由少數幾類童裝的「屬性」,即同時能夠獲致更多種不同類價值之「結果」;同時也說明顧客從「消費經驗」中,藉由某一類或某幾類所得到的「結果」,而得以達成不同類價值的終極「目標」;此外亦顯示顧客得以藉由少數童裝的「屬性」,也可以間接達成不同類價值的終極「目標」。所以整體的「顧客價值」之「方法目標鏈結模式」得以建立。
In order to find the variables for measuring customer value, at the first stage, this study adopts hard laddering technique to collect information from fifty purposive samples and conducts content analysis. According to the literature review and those variables found at the first stage, questionnaire for the measurement of customer value has been built at the second stage. This article chooses those customers who buy clothes for their children as our subjects. The results show:
1.By content analysis, the variables to measure the three levels of eight types of customer value have been categorized from qualitative information.
2.Only efficiency and play partially support the hypothesis that first-time customers focus primarily on attribute-level. Ethics confirms the hypothesis that short-term customers emphasize mainly on consequence-level, while excellence and spirituality partially support this hypothesis. Status, esteem and spirituality support the hypothesis that long-term customers focus primarily on goal-level, while efficiency, play and ethics partially confirm this hypothesis. It suggests that there is no one segment of customers could completely receives customer value which he actually needs.
3.Regarding to the analysis of single type of customer value, it shows that customers emphasize on the consequences provided by the attributes and also the goals the consequences reinforce. Furthermore, they seek the goals offered by the attributes when involve in consumption experience. Therefore, the means-end chain of single type of customer value has been constructed.
4.With regard to the analysis of eight types of customer value, it suggests that customers focus on the multiple consequences provided by one attribute or multiple attributes and also the multiple goals the consequences reinforce. Furthermore, they pursue the multiple goals offered by the attributes when involve in consumption experience. Therefore, the means-end chain of eight types of customer value has been built.
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